Samsung 108 cm (43 inches) The Serif Series 4K Ultra HD Smart QLED TV QA43LS01TAKXXL (Cloud White)

Packaging & delivery – Received brand new product, in original sealed package. Delivery was as promised within a day.

Installation – I am tech savvy & like to do things of my own. So I unpacked the TV myself & did the installation. The back (see pic) has a cover which can be easily pulled off to access the ports (ref pic). I plugged in my Amazon stick to the HDMI port, used optical cable to connect my external sound system. Connected my cable box through HDMI cable. I placed my TV on the wooden TV stand I already had. You receive TV stand with this TV, it’s basically four rods that you can screw & fix to the bottom of the TV. The problem though is the rods are just 19inch long, this to me is 10” shorter than a comfortable viewing height.
You can opt for free installation service from Samsung. You will get a call from the customer service the same day and if you opt for their service they will send the technician within 48 hours.

Picture quality – The quality of pic is really good. Sharp, good color output. You would get best quality on movies & regular programs. When it comes to sports though, on standard settings, you will find blur trail/judder/stutter effect on fast moving images. For example while watching cricket you will find the fast travelling ball will have a trail as if there are multiple balls, same is on soccer as well or tennis!! This is because the TV settings are optimized for 24frame per sec whereas sports telecast is at much higher frame rate. There’s a way to fix it, go to settings -> picture – > expert settings -> picture clarity (see pic) change auto to custom, lower judder value to 0 & turn off LED clear motion. This should take care of the stutter issue with sports! You don’t need to change the setting to auto again for movies but you can if you want to. Btw, this issue & fix is not just related to Samsung, it’s with most 4K/QLED/OLED TVs.
All in all after you make these changes you will be set.
Remember, your internet connection speed also impacts the picture quality if you are viewing videos over apps.
Picture quality also is impacted by the size of your TV, for example if you have too big a TV for your room it will most likely have impact on picture quality. I would recommend checking what size best fits your room size by checking recommended size for your viewing distance before you determine the size of TV. I initially was going for 52” then over research & pressure from spouse settled on 43”, after the fact that was the right call!

Sound – the sound quality from TV speakers is great. Though I have my Bose speakers that I hooked my TV using optical cable.

Looks – Amazing! The white frame gives the feel of a huge mac! It will take a few days for you to get used to a white frame TV in your room.

Remote – Is sleek. Size of your palm + fingers, thin. I have configured the remote to control my external speakers volume and set top box on/off & channel control.

Apps – the TV comes loaded with some apps (prime video, YouTube, Netflix etc..), you can down load other apps.

In summary, with the discount, old TV exchange offer plus 0 EMI add on it was good buy for me. Hope this review helps you make the right call for your next TV. Happy viewing!

Be it a phone panel or a TV panel, Samsung is a master at creating mind blowing displays which output picture quality of the highest order!
Writing this review after having used it for over 2 months.
Design/Sound/Display:
This is more than just a TV. It is a style statement. For those who want more than just a black panel to view content in. It is as functional with the display off as it is with the display on. The Serif is in a class of its own.
The form factor from the side is identical to the letter I in Serif font(look it up) which is where it takes its name from. The TV top is good enough to act as a mantle piece while housing the NFC capabilities. It is elegant with and without the provided easel stand.
And the sound output is way above average ( 4ch. and 40 W rather than the standard 2ch 20W on most high end TVs ).
The screen is QLED of course and my god is it a joy to behold and a sight for sore eyes(pun intended).
PQI of 2900 should be an indicator of the capabilities of this display. It is vibrant and punchy with 100% color volume (another spectacular feature).
Support for HDR 10+ and other standards (HDR, HLG) is bang on. Content just pops. For those wondering about Dolby Vision, no it is not certified as Samsung pushes its own HDR 10+ standard to gain prominence. And frankly I don’t mind it if the result is this good. I don’t need a certification for the sake of it as is the case in most low to medium budget TVs. Only a brightness of 1000 nits plus will begin to give any measurable benefit of Dolby Vision which is not the case in most TVs(250-400nits). But if it is a concern for you, then it is a point to note.
AI Upscaling is on point. 720p/1080p content is optimized amazingly well. For STB, would suggest to have HD channel subscription to realize the full benefit of this display. SD content is not bad but it is not what you will pay all this money for.

Connectivity/Additional Features
Connectivity options are aplenty (Optical, HDMI, ARC, eARC, USB)…just name it. Dual band Wi-Fi support. All popular OTT apps. All bases covered.
Additional features such as Ambient Display with myriad of customization are good to have and turns the TV to a home decor rather than a plain black glass slab when not in use.
Intelligent Mode tunes the input and provides optimum output wrt both sound and picture. Honestly, i have put this mode on and have never felt the need to modify the picture or sound mode for STB or OTT content.
Active Voice Amplifier is handy and boosts the output noticeably for when you want it.
Tap to Pair phone via NFC is a first and very handy for when needed. Screen Cast works well as well with option to have it as a multi window with TV content.

Missing/Could be better Features:
The HDMI connectivity with my Sony 5.1 HT via ARC is slightly buggy and needed some understanding of how to make it work. It turns out that it is a known issue which Samsung has done nothing to fix seemingly. It works once you have figured out the trick (quite simple really but one need not have to do this if you are paying a premium)
Optical works flawlessly, however.
PS: Plan to add a Samsung Atmos HW QT800 soundbar to get full use out of eARC and also see if the issue exists due to brand compatibility. Will Update.

Dolby Vision missing maybe an issue for some (not for me, ready review above). However, not supporting Dolby Atmos is a bummer. It support Dolby Digital decoding and works well with the TV as well as my HT with distinct sound separation.

Final Thoughts:
This is my first premium TV. I went for it over many others such as LG NanoCell, Sony Bravia and even Samsung’s own the Frame. And i have been EXTREMELY happy with the decision! Watching HDR content on Netflix has been a revelation. Even the HD channels on STB are immensely watchable.
If you want an out of the ordinary addition to your home, go for it. Period.